May 10, 2022


Global brand powerhouse Future has strengthened its position in the US Women’s Lifestyle market with the acquisition of leading digital-only women’s lifestyle publisher WhoWhatWear.

Already reaching 64.6m women every month in the US, the move comes almost a year to the day after the organisation added Marie Claire US to its stable of brands and will see the business become the 6th largest Beauty and Fashion publisher in the states (source: ComScore). 

WhoWhatWear was launched in the US in 2006 by Katherine Power and Hillary Kerr and has 12m monthly online users (source: GoogleAnalytics) and 10m social media followers. With Future’s content already reaching 1 in 3 adults online in the US, the transaction will further extend Future’s scale and revenue opportunities in the US.

CEO of Future Zillah Byng-Thorne said: “At Future, we’ve built a stable of lifestyle brands that speak to women across the globe around fashion, beauty, and lifestyle.  The content we create helps them shape a vision. The proprietary tech we own helps them realise it.  

“For more than a decade,  WhoWhatWear has been changing the way women feel about fashion and beauty, championing the idea that style is inclusive and attainable by all.

“The opportunities we can realize by bringing our businesses together are beyond exciting. Together, our expertise and synergy is a platform for growth in existing and new audiences across the globe.

“We’ll benefit from their leading direct advertising sales capabilities, while they will benefit from our proprietary technology stack and operating model to drive the platform effect.”

Hilary Kerr, Co-founder and Chief Content Officer of WhoWhatWear, said: 

Since our launch in 2006, Who What Wear has been and will continue to be a pioneer in every form of digital content, from website and social media to live stream shopping, podcasts, and more. We have created an enduring brand that will live for generations to come. We are excited to join forces with Future.”


The WhoWhatWear business will continue to be led by President, Brianna Mobrem, Chief Revenue Officer, Shayna Kossove, and Chief Content Officer and co-founder, Hillary Kerr. Kerr also hosts the acclaimed Second Life podcast, which has over 18 million downloads to date and will remain part of the Who What Wear enterprise.